This paper examines some of the key marketing practices and challenges in developing economies. Fiji’s seafood industry is also discussed, which no study has actually investigated. This paper fills this significant research gap by discussing the alarming challenges faced by seafood dwellers and delivers several theoretical and managerial implications for the target audience. Academic literature, observation and industry experience were the key sources of information. The findings reveal that the role of marketing has increased in developing economies due to the effects of globalisation and trade liberalisation. Fiji lacks the institutional, logistical and technological systems to support its vital seafood industry. Reasons are provided for the challenges as well as their implications.